With annual sales of over 1 billion, the E-Bike accessories brand is popular from Europe and the United States to Southeast Asia!

With the improvement of global "health awareness", outdoor sports have gradually become an indispensable part of people's daily life. Among them, E-Bike, a short-distance travel tool, has become popular among more and more groups.

According to Statista, the global market size of E-Bike is expected to reach US$35 billion this year and grow to US$62.25 billion in 2030, with a compound annual growth rate of approximately 10%.

Driven by the popularity of E-Bike, the matching essential products - cycling accessories and equipment - have also seen a huge boom in many overseas markets.

By selling cycling accessories, its annual sales exceeded 1 billion

From an initial single product factory to a globally renowned cycling equipment brand, Rockbros has successfully become a dark horse brand in this niche market. At the same time, it has also proved to all brand sellers that not only hot-selling products in the red ocean market can make a name for themselves overseas, but small accessories also have great business opportunities.

It is understood that Rockbros has branches in the United States, Germany, Japan and other countries. In order to actively seek localized cooperation, it has also established overseas warehouses in many countries and regions around the world.

E-Bike accessories alone can lead the brand to go abroad and become a hot seller. What is the origin of Rockbros ?

According to information, Rockbros was established in 2010 and is affiliated to Yiwu Rock Sporting Goods Co. , Ltd. Its founder is Zhang Xingang.

It is understood that Zhang Xingang, the founder of Rockbros , had a strong interest in cycling as early as college . He once rode from Chengdu to Lhasa, with a single trip distance of more than 2,000 kilometers. He also established a cycling club, represented a cycling brand and was responsible for selling bicycles. Therefore, he is very familiar with cycling equipment including cycling glasses, helmets, pedals, seats, cycling bags, and even maintenance tools.

It was precisely because of his previous passion and understanding that Zhang Xingang decided to enter the European and American markets immediately after learning about the gaps and business opportunities in overseas markets for such products. Together with his friends, he officially established the brand " Rockbros " and moved the business location from Hangzhou to Yiwu, which has richer supply chain resources.

From the display on the official website, it can be found that the products currently sold by Rockbros cover bicycle parts such as speakers, seats, mobile phone holders, frame bags, handlebars, bells, cycling wearable devices such as hats, masks, helmets, thermal insulation products, etc., as well as maintenance tool kits and complete vehicles.

In terms of sales channels, Rockbros started its cross-border journey with the eBay platform, and later moved to all platforms, including independent sites, Amazon, AliExpress, Lazada, Shopee, Coupang, etc.

Taking Amazon as an example, Rockbros ' star product, the bicycle phone holder bag, has sold more than 6,000 orders in the past month, with sales of up to US$140,000. It ranks first on the Best Seller list of Bike Handlebar Bags in the platform, and the sales of this product exceeded 80,000 orders last year.

In addition, many of its products have performed very well in the past 30 days. The sales volume of cycling warm masks exceeded 10,000 in the past month, with nearly 9,000 positive reviews. Other products such as bicycle bells, bicycle seat bags, and cycling helmets are also very popular among overseas consumer groups.

It is worth mentioning that in the first few years before ROCKBROS went overseas, its focus has always been on the European and American markets. It is precisely by seizing the needs of consumers in the region who love outdoor cycling that it has created many popular products overseas and reaped the benefits of this niche market.

Statistics show that ROCKBROS achieved its annual sales target of 1 billion yuan last year, with 70% of sales coming from channels such as Amazon, eBay, and independent websites, successfully becoming a leading brand in the field of cycling accessories .

Having reaped the benefits in Europe and the US, Rockbros continues to expand into Southeast Asia

In the first ten years of entering the overseas market, Rockbros' products were basically targeted at European and American consumers. However, in recent years, it realized that the Southeast Asian cycling market was rising rapidly. With the idea that "only by standing on the cusp of the trend can you fly farther and higher", Rockbros decided to shift its sales focus to Southeast Asia.

People in the industry know that Southeast Asia has a large population base and many young consumer groups, and its e-commerce market size is exploding, and is expected to grow to US$159 billion this year.

Not long ago, the report "2024 Southeast Asian Sports Outdoor E-commerce Industry Market Insight" also showed that in recent years, the scale of Southeast Asian outdoor sports market has also soared. Statista predicts that the compound growth rate of Southeast Asian fitness market will reach 9.71% between 2022 and 2027. In other words, in Southeast Asia, a land with huge growth potential, outdoor sports are on the rise, and consumers' demand for cycling accessories is also increasing.

Currently, Rockbros products have been sold to many popular countries in Southeast Asia, including Vietnam, Thailand, the Philippines, Singapore, Malaysia, Indonesia, etc.

Take the Philippines as an example. The local young population accounts for more than 70% . Cycling craze is rising both in cities and rural areas. Under this trend, the demand for cycling lights, gloves, lighting and other products by outdoor sports enthusiasts has also increased. At the same time, Rockbros just fills this market gap.

In just a few years of opening a TikTok account in the Philippines, Rockbros has already reached 99,800 followers and more than 920,000 likes. Moreover, compared with other markets in Southeast Asia, Rockbros ' TikTok Philippines has the highest total sales.

FastMoss data shows that Rockbros Philippines store has 906 products on sale, with sales of nearly 4,000 in the past week. Among all the products, cycling warm masks are the most popular among consumers, with sales of 4,794 units in the past 28 days. In addition, anti-ultraviolet ice cloth arm sleeves, bicycle taillights, and cold-proof gloves are also selling well in the local market.

In fact, the reason why Rockbros achieved rapid growth in Southeast Asia is not only because it grasped the needs of local consumers, but also because of its marketing model that keeps up with the trend of the times.

In the Philippine market, Rockbros used TikTok short videos for promotion, demonstrating the reliability and practicality of its products through real-life scenarios, and won the trust of consumers. In addition, with the help of live broadcasts and expert cooperation models, the company narrowed the distance between itself and consumers through product testing and real-time interaction. For example, a video of a mini air pump filling a tire received nearly 20,000 likes. The video actually tested that it only took more than ten seconds to fill a tire, and users left comments such as "I need it", "Where can I buy it", and "It's so convenient".

On the other hand, Rockbros products are also differentiated. In terms of design, Rockbros products are diverse, and wearable devices basically meet the needs of all consumers. Other brands may only have three specifications, large, medium and small, while Rockbros will design multiple sizes from small to large. In terms of price, the prices of Rockbros cycling accessories and wearable devices are basically between US$12 and US$35, which is two or three times cheaper than other big brands.

In general, Rockbros ' successful experience in becoming a global cycling accessories brand from Europe and the United States to Southeast Asia is worth learning from for most cross-border e-commerce brands. At the same time, we also have reason to believe that Rockbros is just a microcosm of brands going global, and more Chinese brands will shine on the international stage in the future.